Escorts launches Ferrari brand tractors
Feb 20 2013 , Pune
The farm equipment maker has entered into an alliance with Italian BCS, manufacturer of the high-end Ferrari brand of tractors, to sell specialty tractors to progressive and enterprising farmers in the country.
“We have launched the 26 HP Ferrari tractor model suited for the advanced needs of the Indian orchard and vineyard growers,” Rajan Nanda, chairman and managing director of Escorts, said. He said the Indian farmer has evolved from being a subsistent farmer to being an entrepreneur.
“The Indian farmer is looking for high-end tractors and equipment that is high on precision and output,” Nanda said, adding that Escort was committed to bring international technology and design standards to the Indian tractor market. He said the company was targeting to invest more be the top leader in the high-end tractor segment in India in the next five-seven years.
The 26 HP Ferrari model, imported through the completely built unit rout from Italy, will carry an introductory sticker price of Rs 8 lakh while it sells at Rs 12 lakh in European market. “This entry-level Ferrari brand was tested for over six months from last June among 200 grape growing farmers in Nashik district in Maharashtra,” S Sridhar, chief executive officer at Escorts Agri Machinery, said.
He said the new tractor will be sold under Ferrari brand brought to India by Escorts.
“Ferrari brings with it new tractor technologies which India has never seen before,” Benso Marelli, managing director at BCS, said. “We are testing the India waters and as and when the volumes build up, we will join hands with Escorts to launch a factory in India,” he said. He said the Italian company, with 60 years of experience in high-quality production, world-class design and precision technologies, had a range of high-end, superior tractors up to 91 HP.
Escorts also launched the all-new Farmtrac executive tractor series targeted at the evolved farmer aspiring to be an entrepreneur. “Farmtrac premium brand packed with technology and performance now offers style, glamour, convenience, and comfort to the well heeled farmer,” Sridhar said.
The new 45, 50 and 60 HP tractor series with a price tag of Rs 6.5 lakh, Rs 6.9 lakh and Rs 7.4 lakh, respectively are packed with stunning looks and a car-like driving comfort, he said.
Its features include independent power take off with a safely device, a new scissor seat with recliner for best driving comfort, stylish fenders for elegant looks, suspended clutch and brake pedals, a digital speedometer, and LED head-lamps add to the glamour quotient of the new Farmtrac executive series, the company said.
Sridhar said the Indian tractor market size was pegged at around 5.25 lakh units.